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UNIVERSITY OF CAMBRIDGE INTERNATIONAL EXAMINATIONS
Cambridge International Diploma in Management
Higher Professional Level
CUSTOMER RELATIONS MANAGEMENT
4188/01
4264/01
Optional Module
Valid between 1 January 2004 and 31 December 2004
READ THESE INSTRUCTIONS FIRST
You should read the assignment carefully
It is important to complete the Assignment Cover Sheet when you have finished your work. You must
complete the details and sign the declaration to confirm that the assignment is all your own work and your
tutor must sign to verify that it is your own work.
The length of the assignment must be between 3000 and 4000 words.
This document consists of 2 printed pages.
IB04 01_4188_OPTION/2RP
 UCLES 2004
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Higher Professional Diploma Module 4188/4264
Customer Relations Management – Optional Module
Title: Optimising CRM
The assignment should be prepared in the form of a professional consultancy document that could be
presented to the senior management of the organisation that the candidate works for. Candidates should
not answer each section separately but rather present a coherent report encompassing all of the tasks given
below.
Candidates are expected to draw on appropriate research, breadth of academic reading, application of
theory to practice and presentation skills. The report should use the number of words as given on the front
cover and have any necessary supplementary information attached in appendices.
1.
Identify an organisation that works in the same sector as your own organisation. Using a range of
information sources, identify this organisation’s key customer groups and its approach to customer
relations management, including in particular, how it communicates with customers. As far as
possible, establish how the organisation is perceived by customers and others, identifying any areas
of customer dissatisfaction.
Repeat the activity with your own organisation.
Compare and contrast the customer relations management strategy of the two organisations,
identifying the strengths and weaknesses of each.
2.
Consider how the customer base of your own organisation may change over the next year and the
effect this may have on the current CRM strategy.
3.
Critically evaluate your findings and highlight areas for improvement in your own organisation. Write a
report to your manager summarising your findings, including what you have learned from studying the
other organisation and how you have used this.
Make clear recommendations for:
•
how customer satisfaction could be improved
•
developing an improved customer service culture in your organisation
•
the management of dissatisfaction
•
the use of e-CRM
•
a future customer relations management strategy
Your recommendations should be presented as a formal proposal.
In your proposal, you can be as imaginative as you wish, as long as your suggestions can be justified
from your research.
You must include in your assignment all documentation, notes and materials generated from each
stage as shown above.
 UCLES 2004
4188/01 (Option) 2004
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